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Kelly McDonald

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Crafting the Customer Experience for People Not Like You

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Kelly McDonald

17 Programs By This Presenter

Matures.  Boomers. Gen X.  Gen Y.  Or are they called Millennials?  Why is Gen X called “X”?

Why don’t Boomers realize there’s more to life than work?  And why doesn’t Gen Y realize that meeting their friends for happy hour at 5:00 does not take precedence over a client deadline?  What happened to “paying your dues”?  Why doesn’t my supervisor praise me and appreciate me for all the great things I do every day?

These questions are being asked and grumbled about in every organization everywhere in the country.  Any time two or more generations work side by side, there are going to be potential differences in the approach to work and collaboration.  And for the first time in the U.S., we have four generations working side by side.

Never have the differences between generations been so profoundly marked as they are now.  Why?  And more importantly, how do you learn to work with someone who has such a different approach to work, not to mention their values and priorities?

This presentation will focus on key generational differences and how you can work effectively with someone much older or younger than you – and enjoy it!

KEY POINTS:
·     Participants will learn the 4 generations and the experiences that have shaped and defined them in meaningful ways

·     Key emotional drivers and icons will be reviewed for each generation

·     What’s behind the work styles of the 4 generations – you’ll have a strong grasp of whyeach generation approaches work the way we do

·     Specific strategies will be reviewed and discussed on how different generations can come together to better serve your company, both internally (employees) and externally (with clients)

Deliver a better business experience, for every kind of customer.

This session will show how companies, brands and products struggling to differentiate themselves in a “sea of sameness” can foster long-term loyalty and brand preference with exceptional and customized customer service.

A “one-size fits all” approach to customer service is no longer viable. Businesses competing on service need to understand and cater to customers’ racial, ethnic, religious, generational, lifestyle and geographic differences in order to meet or exceed customers’ service expectations.

Core customer groups will be covered, including women, generations (Matures, Boomers, Gen X, Gen Y), racial and ethnic segments, such as Hispanics, Asians and African-Americans, as well as those who are defined by key lifestyle and life-stage attributes.  Includes consumer insights that will help you deliver a better business experience for every customer.

You cannot control the economy, the stock market or the costs of goods and labor. But you can control your organization’s customer experience. It’s an empowering thought. Customer service is 100% in your control at all times and it’s more important than ever in today’s competitive business environment.

And terrific customer service doesn’t have to break the bank:  it’s about understanding your customer’s valuesand catering to their priorities.

·     Learn 5 key aspects of delivering an exceptional customer experience
·     Identify the personality characteristics of terrific employees / associates
·     Best practices among leading companies and brands will be reviewed

Most people know that social media and social marketing are great for building relationships with customers and prospects online and for marketing your products and services in a low cost or no-cost manner.

But few people realize the power of social media when it comes to the bad stuff:  what happens when you’ve had a security breach or other crisis?  Should you be communicating with your customers via social media during a time of crisis?    For serious matters, is social media an appropriate environment for handling urgent, sensitive and disastrous matters?

This session will focus on how social media & communications can be used to handle a crisis effectively.  It’s not just about trying to smooth things over with customers when they are upset or concerned about something.  Today, information is shared quickly and widely, and bad news and bad information travel fastest of all.

Learn the ropes of how to use social media platforms effectively and correctly, to not only handle a crisis, but also to come out on the other side with improved customer satisfaction and positive public relations.

KEY POINTS:
·     Participants will learn how and why disasters seem larger in scope in social media communications than they actually are

·     Attendees will learn exactly what to do – and notdo – in a crisis and what to post – and notpost.    Frequency of posts will be reviewed as well.

·     What about your senior management?   What do you do if your boss is not on board with having online conversation about a disaster or negative issue with your customers? This session will walk you through key steps to review with your management team beforea disaster or crisis occurs.

·     Specific do’s and don’ts will be covered in detail.

Here’s a startling and provocative stat:  a study by Intuit predicted that by 2020, 40% of American workers would be independent contractors.  Growing numbers of Americans no longer hold a regular “job” with a long-term connection to a particular business. Instead, they work “gigs” where they are employed on a particular task or for a defined time.  Borrowed from the music industry, the word “gig” has been applied to all sorts of flexible employment, including “contingent labor,” “temp labor,” or “contract labor”. While this flexibility is appealing to many workers, it often means that the gig employee has little connection to their employer. That’s not ideal for companies and organizations that need to differentiate themselves and demonstrate value to their customers like never before.

Gig employees tend to be younger workers and are typically very different from past generations of workers.  They’re driven by different goals and values and their approach to work differs from that of previous generations in almost every way.  They’re utterly bewildering to experienced managers trying to groom them into the leaders and managers of tomorrow.

There are numerous industries in dire need of new talent – now.  In the next 10 years, more than 50 million Americans will exit the work force permanently for retirement or semi-retirement.  There will be a scramble for good workers and great talent.

Whether your new hires and future employees are gig employees or not, you need to know how to find and recruit the best so that your brand survives and flourishes. And you need to know how to keep them and develop them once you’ve hired and trained them.

Many industries have not done a great job of making their field attractive to new workers. You’ll learn what turns younger workers off about a company or an industry and how to address these issues to position your company competitively against other competing and attractive professional opportunities.

This session will focus on key values of gig employees and younger workers and how you can harness their talent, ambition, skills and loyalty to generate high performance, today and tomorrow.

KEY LEARNING:

·       Participants will learn what younger and gig workers look for in a position to have a framework for better understanding these coworkers and employees

·       You’ll get the inside scoop on what these associates tell each otherabout jobs and careers (they believe they have to change jobs every two years to grow and learn) and how to proactively address the fallacies they hold to improve retention

·       Best practices and specificstrategies from top organizations in the electrical distribution industry (from both manufacturer and distributor sides) will be shared to illustrate how you can better recruit, hire, train and retain these workers and develop them

·       Interactive exercises will foster discussion and solutions as audience members get to apply what they’ve learned to their own, specific recruiting and hiring situations

The U.S. population is increasingly diverse, and in some industries, the composition of the workforce is 70% minority. This shift in demographics is a permanent one and brings many changes to our society and our workforce.  These changes also bring unique challenges to employers and workers as values sometimes differ between various cultures.

Among Hispanics, the largest ethnic minority in the U.S., values and customs often differ depending on country of origin and level of acculturation.   Learning the key differences in values and cultural expectations among different Hispanic segments can help your business attract, recruit and retain the best employees.

This presentation will focus on how you can best reach and retain diverse workers by understanding varying levels of acculturation, differences in values, and how to increase productivity and retention among your diverse workforce.

KEY POINTS:
·     Learn the Four Latino Mindsets and how each views and prioritizes work, family leisure time, and more.

·     Learn the core values of various cultures and how understanding these values will help you connect with your employees and co-workers in a meaningful way

·     Learn how some employers are using innovative strategies to recruit and retain the most effective workers

·     Do’s and Don’ts are covered in detail.

Technology allows us to connect with more people than ever before, yet we all have so much information coming at us each day that we “edit out” that which is not relevant to us.  In order to break through and connect with someone in a meaningful way, you must learn to tap into relevant beliefs, values or habits.   And that can be hard to do when someone is different from you.

This presentation will focus on key diverse market segments, emerging market segments, and how companies are learning to penetrate these groups, either internally or as customer base expansion, to form deep and lasting connections.

Attendees will learn why diversity is a real opportunity – and how you can grow your relationships by better understanding your neighbors, co-workers, your customers and the community in which you live and work, today and tomorrow.

KEY POINTS:

·     Participants will learn key market segmentations and the values associated with each to better understand customers and coworkers

·     Special attention will be focused upon key Census data. The 2010 Census shows that the U.S. is more diverse than ever before and that the demographic shifts in our communities are accelerating.  How does this shape business?  What are the implications for sales, operations and human resources?

·     Attendees will learn about the Four Levels of Acculturation

·     Best practices from other organizations and specific strategies will be shared to illustrate how you can better connect with others who are different from you to grow and deepen your business relationships effectively.

If you could grow your business simply by marketing to your existing customers, making money would be a cakewalk. But to generate new revenue, you have to win over the customers you’re not getting. The 2010 Census reveals that one in three Americans is not White.  Now, more than ever, it’s important to reach diverse market segments to grow your business.
Diversity marketing is the new norm, and this doesn’t simply mean racial diversity. Diversity comes in many forms: gender, race, age, lifestage, language preference, politics, religion, sexuality, and hobbies or special interests are all ways in which people’s differencesare recognized.   By recognizing these differences and tailoring your product, message or marketing efforts to reflect consumers’ values, you are validating the importance of a consumer group.  It’s about marketing to values, not demographic profiles.
Using real-world examples from successful businesses, “How to Market to People Not Like You” demonstrates how to create a deep, emotional connection between your products or service and new consumers.
You’ll learn:
The do’s and don’ts of marketing to women, immigrants, Hispanics, African Americans, Asians, gays and lesbians and different generations
How to tweak your product or service to be relevant to a new customer group
How to communicate in a relevant manner by showing respect for others’ cultures, values, language and priorities
How to create messaging that resonates with each generation’s unique values
How to make your business or product operationally ready and operationally friendly, meaning that you can make a customer feel comfortable throughout a transaction

Understanding your customers’ values is the key to truly reaching them on an emotional level, because who you are is not defined by your age, your country of origin, or the color of your skin—it’s about your values. Understand that, and you will reach new customers’ hearts, minds, and, ultimately, their wallets.
Why do you need to attend “How to Market to People Not Like You”?
The world is more diverse than ever before. For the first time in the U.S., one in three Americans is not White.   Every brand, company and product is scrambling to learn how to tap into new and diverse market segments to grow business.
You will learn exactly how to cultivate new and diverse customer segments with confidence. Do’s and don’ts are covered in detail. Dozens of real life, real world examples – good and bad – are shared so that you better understand how others have done this successfully.

Kelly McDonald is president of McDonald Marketing, named one of the top ad agencies in the U.S. by Advertising Age.  Despite her blond hair and blue eyes, Kelly is an expert in multicultural marketing and marketing to consumer values.  She has been featured on CNBC, in Fast Company, BusinessWeek, on CNNMoney.com and on Sirius/XM Radio.
Her book, “How to Market to People Not Like You” was #7 on the list of business book bestsellers for 2011 and was called a “must read” by Forbes.

Diversity in the workforce is a hot topic.   Many employers are under pressure to make sure their workforce and employee base is diverse, inclusive and representative of the customers they serve.  The most progressive organizations value diversity because they realize that a diverse workforce has positive impact on the bottom line.  Such a workforce doesn’t just lead to better decisions and solutions and innovation – it has been proven to grow business and profits. And a diverse workforce doesn’t just mean employees of different racial and ethnic backgrounds; it can also mean diversity of thought.

There are numerous ways we can be “diverse”:  A new mom is in a very different place than one who is an empty nester.  Someone with a master’s degree is very different than someone who went to a vocational/technical college.  Someone who is foreign-born is different than someone who is U.S. born.  “People not like you” takes away the baggage that is often associated with the word diversity and frames the subject in a more relatable way.  We are ALLdealing with people “not like us”.  Sometimes that can be frustrating, but it doesn’t have to be.

When the person in the next cube or office is different from you, friction can arise.  Different people may not see eye-to-eye on an issue.  They may have vastly different approaches to work.  Their communication styles may be very different. Their comfort in working with technology may be miles apart.  Cultural backgrounds and norms can differ.  Even men and women can see situations differently.  How do you work alongside someone who may be quite different from you, respect those differences and be effective in your role?

And what about leading a diverse team? Leaders face daily the challenges of inspiring, communicating and executing strategy with their teams.  Now imagine the challenges of leading teams that may be incredibly diverse!   How does one motivate and lead groups of people who come from different backgrounds? How do you do that when people are motivated by different values and view the world and work through different lenses?

There are dozens of speakers and sessions on management, leadership, and working with difficult people, yet nonetackle these business issues from the standpoint of working with people not like you.  This is a fresh take on a very important topic – and a timely one. Much news coverage is devoted to what companies are doing to make their workplace more diverse and inclusive. But what is that like for the people who work there, day in and day out?  How do they adapt to different people and work approaches?

This session takes the topic of work and leadership to a new place – one that is getting more attention every day and will continue to do so.

Learner Outcomes:

·      You’ll learn why diversity at work is important, but why it seems so hardto work with people not like you. And why that makes you NORMAL, not a bad person.  You’ll learn why it often comes with stress, complex emotions and even fear for some people.

·      Specific tactics will be shared for how employees can succeed in today’s diverse workplace without losing their minds or becoming frustrated by approaches to work that may differ from theirs.

·      For those in leadership positions, or those who aspire to manage and lead others, three key steps to make a diverse team work more cohesively, more productively and enjoyably.

·      The four key words that will transform how you interact with your colleagues and associates in tough situations to get the best outcome. How to troubleshoot the complex issues and address the “derailers” and naysayers that lurk within every organization and threaten its success.

Marketing your product, service and yourself is vital to growing business.  But exactly howdoes one do this effectively?  How can the average small to mid-size business market itself with limited dollars, yet achieve maximum results?

This session will focus on what you need to know to effectively build a solid advertising and marketing plan.

Attendees will learn:

the core media options (TV, radio, print, direct mail, Val-Pak, billboards, email, social media and digital platforms), and strengths and weaknesses of each
how to determine which is the right media to use for your business
what to expect to pay for media purchases and what types of results to expect
strategies for identifying your unique selling proposition – what differentiates you from all of your competitors
how to handle the production of your advertising message
effective digital marketing techniques, including social media do’s and don’ts
Particular attention will be paid to low-cost or no-cost advertising approaches
Best practices will be reviewed and do’s & don’ts will be covered in detail

Kelly McDonald is a marketing and advertising expert with more than 20 years in the business.  She has worked at top global ad agencies on brands such as Toyota, Budweiser, Kimberly-Clark and Nike.  Her company, McDonald Marketing, has twice been named by Advertising Age as one of the top ad agencies in the U.S.  She was also ranked #1 on the list of “26 Hottest Speakers for 2006” by Successful Meetings Magazine.

Her book, “How to Market to People Not Like You”was #7 on the list of bestselling business books for 2011 and was named a “must read for small business owners” by Forbes magazine.

Women today are different from every previous generation.  They’re busy.  Whether they work outside the home or not, they work long and hard to manage their households and the well-being of their family.  For brands and companies, cultivating this important consumer segment means big bucks and fierce loyalty if you reach them with relevance.

But that can seem difficult to do.  Women today don’t watch much TV or listen to the radio.  They can’t be reached through traditional marketing channels – they’re simply not there.  They spend considerable time online and are tightly linked to their social network community.  They are skeptical of hyperbole and marketing “promises”.

But they listen to and respect the companies, brands, products and services that meet their needs and market to them by building relationships with them.  And they listen to other women.

It’s key to understand what women want:  they are more selective than ever about who they do business with and how they spend their money.  Women and moms make 80% of the purchase decisions for U.S. households.  (Some say it’s closer to 100%)

This session will show you exactly how to effectively tap into this large, lucrative and loyal market.

KEY POINTS:

·       Learn why women are so influential in the purchase process and how to satisfy their criteria and retain them as loyal customers

·      Key values of women – and moms – and their media consumption habits will be reviewed

·      Learn how companies and brands are harnessing the power of the women bloggers and influencers to grow their business in low-cost and no-cost ways

·       Key social media tools will be reviewed, with best practices shared from companies that are successfully using them to win over women

·       It’s not just about marketing and selling to women – the customer experiencefor women will also be dissected, with do’s and don’ts covered in detail

The U.S. Census reveals that there are now more than 50 million Latinos residing in the U.S., and that Latinos are now the largest minority group in the country.  By the year 2020, Latinos will account for one in fiveU.S. residents.   Virtually every major brand, product and service is scrambling to learn how to tap into this large, lucrative and growing consumer base. Cultivating the Latino consumer will help you grow your business, today and in years to come.  But it requires more than just translating a message into Spanish:  you’ll need to know which is the right Latino customer for you and how to connect with this consumer emotionally, rationally and culturally.  Attendees will leave with specific strategies and tactics for developing effective marketing messages targeted specifically to the Latino market.

KEY POINTS:
·     Learn about the “Latinization of America” – how the exploding Hispanic population is shaping our society and culture: our music, our food, our entertainment, media and politics

·     Learn about the “size of the prize” – the scope of opportunity that the Latino market presents today and projections for the near future.

·     Learn the Four Latino Mindsets and how to identify which is the right customer for you.  Best practices will be shared from other companies that are successfully marketing to Hispanics.

·     Learn specific strategies & tactics for cultivating and retaining Hispanic customers and developing an effective, culturally relevant marketing plan.  Do’s and Don’ts will be covered in detail.

Consumers – and their behavior – are changing at lightning speed now.  The companies that stay abreast of rapidly changing consumer trends win:  in business growth, loyalty and customer satisfaction.
The six trends covered in this presentation are:
·     consumer communication preferences
·     customized service and access,
·     technology and the ensuing expectations it puts on businesses (especially financial services)
·     desire for simplicity
·     Millennials craving for information that doesn’t make them feel stupid
·     The shifting view on frequent job changes

These key macro trends affect all businesses today, but for small or independent businesses, the impact is more immediate and profound.  Organizations that demonstrate that they “get” their customers and “get them now” are positioned as experts and trusted guides.
This presentation covers current macro consumer insights and real-world examples from successful brands and companies.  Additionally, actionable, low-cost/no cost strategies will be presented so that attendees can apply what they learn right away.

Everyone has heard of social media and social marketing, and most everyone knows at least a little something about Facebook, MySpace and/or Twitter.  But there is tremendous confusion about how to use these tools for businessmarketing.  Sure, you may use Facebook to share your vacation pictures with friends, but how are you supposed to use it to market your business?  And what kind of “tweets” is a company supposed to send out on Twitter? And more importantly, why?  Who follows this stuff, anyway?  Who is the audience and what’s the best way to reach them?

This session will focus on how social media & marketing can be your new best friend:  with so much pressure on marketing budgets, social media & marketing is a dream come true, because it costs little or nothing to execute. But you’ve got to learn the ropes of how to do it effectively and correctly, to truly reach new & existing customers with relevance.

KEY POINTS:
·     Participants will learn the key differences between the core social media avenues:  Facebook, MySpace, LinkedIn and Twitter.

·     Attendees will learn why and how social media posts need to differ from the information that’s on your company’s website.

·     There’s a social media etiquette that you need to know. The online community is very forgiving of novices and initial mistakes, but you areexpected to learn the etiquette and adhere to it. Specific do’s and don’ts will be covered in detail.

·     Where does blogging fit in?  And why does my company need a blog?  Who should be responsible for it?  And where on earth will I find the time to write blog entries?

·     Best practices and specific strategies will be shared to illustrate how companies and organizations are using these powerful tools to grow business and deepen relationships.

The demographic, lifestyle and social shifts that are occurring in the U.S. are startling and profound.  One in three Americans is not White.  Four states have “minority majority” populations.  Young people increasingly are opting notto get married.  Rural communities are losing population fast.  Consumers trust their friends’ recommendations more than they trust marketing messages. More than 25% of young adults are living with their parents.  Families no longer consist of simply “mom, dad, kids and dog” – traditional family structure has shifted to include every definition of family and every kind of family living arrangement.

Customer expectations of what businesses “should” be are changing.

It’s imperative that you understand the new demographics and shifts, the way that people live today and what’s important to them. Your business and growth depend on it. How can you effectively serve your customers and community if you don’t know who they are and what they need and value?

And these new consumer and business shifts take many forms:  racial, ethnic, gender, generational, sexual preference, linguistic, even lifestage and even communication styles, to name a few.  This presentation will focus on the new demographics and how these affect your business today and tomorrow. You’ll learn:

·     The five biggest macro trends and what they mean for your business right now – and what you can do to harness potential business in the future

·     Specific implications for all aspects of business (sales, marketing, recruiting & retention, human resources and customer service).   Do’s and don’ts will be covered.

So you’ve got your business Facebook page, but you’re wondering what else you can do to be innovative and forward-thinking.  Or you’re blogging, tweeting and posting away and your fan base and followers are growing accordingly, but now what?  What are the next steps in social media?  How do you monetize it, track it and keep it growing?

This session will focus on how to use social media to build your brand and elevate your recruiting, marketing and customer relations.   The social media landscape is changing fast and new tools are entering the picture that make consumer connection, dialogue and purchase influences easier and better than ever.  This session will cover key tips on what’s new in social media marketing as well as best practices and top tips to try.  Along the way, a few social media marketing myths will also be shattered

KEY POINTS:
·     Participants will learn the latest developments in social media marketing:  actionable strategies and tactics that you can implement immediately

·     Attendees will learn what other successful businesses are doing in the social media sphere and how it’s working.

·     The latest tools and apps will be covered as well as how specific tools, such as Pinterest and QR codes, are being used to close sales and enhance customer service

·     Best practices and specific strategies will be shared to illustrate how companies and organizations are using these powerful tools to grow business and deepen relationships.

·     A look at the horizon and what’s coming will also be covered

What are the core capabilities for effective women’s leadership? Assertiveness is a key one, but it’s a widely misunderstood characteristic and a word with a lot of baggage, most of it negative.   Some interpret it as being “bossy”; some interpret it as “standing your ground” or “speaking your mind” and some interpret it as “taking charge” or being aggressive.
Assertiveness is none of these things, yet it’s an essential skill in business and a quality that all successful leaders have.  And it IS a skill – it can be developed and honed, like any other skill. Effective assertive skills manifest themselves in better negotiating tactics, stronger leadership, better team performance and higher levels of employee engagement.
Often, women who work in predominantly male industries feel pressure to perform at their peak, while also not appearing to be seen as too “domineering.” This balancing act requires women in executive roles (or rising stars at their company) to become more assertive, in order to lead effectively.
For many women, negotiating can be challenging because women tend to be “people pleasers” and often put the needs of the group (their team or your associates) before their own needs.  Effective negotiating is not about “winning” – it’s about ensuring that both parties arrive at a place of mutual benefit.  And being assertive is not at odds with teamwork – in fact, it is constructive for your team and your organization.  Assertiveness is a management and performance quality that is highly charismatic and appealing.

You’ll learn:
The four core capabilities for effective leadership and how they can differ or manifest themselves for women executives
Which natural characteristics women bring to work are assets and those which can be a liability if not expressed appropriately
How to develop your assertive style in a manner that appeals, not repels
How to communicate, empower and lead in predominantly male industries or teams
Effective negotiating strategies that yield best outcomes for all business partners and associates

Mention the words “politically correct” and you can almost see people’s eyes roll. The words have come to mean tip-toeing around subjects, issues, phrases or people so as not to step on a landmine and offend a person or group of people.  The eye roll comes from feeling so constrained in expressing yourself that you’re not able to actually speak your mind at all.
From a work standpoint, it can also means taking the “safe” route:  fear of saying the “wrong” thing to the “wrong person” in the “wrong way” can result in severe consequences, such as formal reprimand or termination.
So employees and associates stay quiet.  They say nothing.  But inside, they’re frustrated, exasperated or resentful.  They resent having to be “politically correct” just to stay afloat at work.  And their fear and silence mean real issues, real problems and real situations may not get discussed or addressed because the topic is just too provocative.
For business, that’s not healthy.  We need to be able to identify and discuss the issues that can become barriers at work or that hinder teamwork and productivity.
This session tackles what’s behind “political correctness” and how employees and associates can move past this restricting mindset to better work with each other, through all kinds of issues.

You’ll learn:
Why the phrase “political correctness is associated with so much negative baggage now
How being “PC” can co-exist with freedom of speech.  How you can express what you’re really thinking and feeling AND not get in trouble for it
How to have difficult conversations respectfully and constructively
How to communicate, empower and lead diverse teams without being bogged down by being “PC” – and without getting fired

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